In this chapter we answer two deceptively simple questions: What is a market-oriented organization and what are the benefits of being market oriented? To address these questions we review the marketing literature and provide an overview of the marketing concept and the evolution towards a market orientation. We compare and contrast the culture versus behaviour view of market orientation before providing the reader with an understanding of how to measure a market orientation, by illustrating the key market orientation measures. We then demonstrate the benefits of being market oriented and conclude by examining some of the marketing activities undertaken in some universities.
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